以文化作為行銷的主體，在過去的行銷文獻中並不常見，特別是拿來作為 人文關懷的知識應用，而非商業用途時，本文必須建構於跨越文化與觀光兩個 過去一直是不能妥協的觀點上進行平衡點的探索。藉由重新審視觀光客的文化 消費時深層的本質需求與原住民文化維持的關切點，作者從文獻與俗民觀察的 現場中歸納出文化資源與文化展現具有一定的關係，觀光客不一定要求文化的 絕對傳真，而原住民的文化資源也具有高低不同的涉入程度，因此可以依據不 同文化資源特性，以不同展現方式來提供觀光客對於異族文化消費的需求。藉 由未來進一步的防禦設計，作者相信文化的承傳與文化的消費可以透過行銷的 機制獲得平衡。

　　　　　Literatures seldom take culture as an object of marketing, especially it is for the purpose of human concern, not for business. This paper tries to bridge a balanced mechanism between culture maintenance and tourism by reexamining the nature of tourist cultural consumption and aboriginal concern of cultural maintenance. From ethnographical observations and literatures, the authors summarize and find that absolute replication of culture is not necessarily needed by tourists, and nor is every culture item strictly inaccessible to tourists. Therefore different cultural resources can be properly arranged by different exhibitional mechanisms in marketing to both satisfy tourists' interests in exploring alien cultures and the aboriginal concern of cultural maintenance.